The New Media in Political Campaigns

What the Future Holds

Authored by: Peter Fenn

Routledge Handbook of Political Management

Print publication date:  August  2008
Online publication date:  March  2010

Print ISBN: 9780415962254
eBook ISBN: 9780203892138
Adobe ISBN: 9781135897499


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It is truly extraordinary how far political media has come in the past twenty-five years. From the “stone age” of taking weeks to shoot and produce spots to the modern “tech age” of high-quality digital video; from time-consuming editing to instant changes with computer wizardry; from mere guesswork to a growing body of research about our audiences, focus groups, testing, and audience targeting. All in just one generation!

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